Introduction advertising unit Structure

 
6. Mass Media :
Advertising messages are communicated to the 
target audience through different mass media, such as, 
(i) Print Media :
They consist of newspapers, magazines, 
journals, handbills, etc. 
(ii) Electronic Media :
They consist of radio, television motion 
pictures, video, multi-media and the internet. 
(iii) Outdoor Media :
They consist off posters, hoarding, 
handbills, stickers air balloons, neon sing bill boards, local cinema 
houses, and transit media. 

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(iv) Direct Mail :
It consist of brouchers, leaflets, pamphlets, 
letters and return cards addressed to consumers. 
The advertising agencies guide their clients (advertisers) in 
selection of the most appropriate advertising media, which is known 
as „media planning‟. Each medium has sits own merits and 
demerits. 
7. Government Authorities :
The business of advertising is 
regulated by the government department. The government adopts 
law and regulation which have a direct or an indirect bearing on the 
advertising. Apart from this ASCI (Advertising standards council of 
India) and ABC (Audit Bureau of circulation) are also some of 
authorities regulating advertising. 
8. Advertising Production Firms:
Advertising production firms 
are the support agencies which help in the production of 
advertisement. This includes copywriter, artist, photographers, 
typographers, producer, editors. These are the people who 
transform ideas into a finished forms Thus the success and failure 
of the advertisement depend on these people. 
Check your progress 
 
1. 
“Advertising has become an essential marketing activity in the 
modern era of globalization”. Explain.